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MA-Multi-media Campaign on Drug Abuse Awareness

Drug Abuse Awareness

Introduction

Mahmood Abdullah

EMS3O f1

29/07/2022

Table of contents

Table of

Contents

  • Introduction

  • Foundation

  • Campaign Plan

  • Multi-Media Campaign

  • Five Key concepts of Media

  • Reflection

  • The End

Foundation

Foundation

A multimedia campaign is a program that is logically developed and uses a variety of media forms to influence a given audience. The multimedia campaign can be commercial or noncommercial. The commercial multimedia campaign, in most cases, is aimed at advertising a given product in the market environment to ensure successful selling. On the other hand, the noncommercial multimedia campaign aims to deliver a given service to the target audience that, in most cases, is not meant for payment. For example, they advise the youth to turn away their undesirable behaviors such as immorality and drug use.

Drug Abuse

The social issue that this multimedia campaign is going to address is the drug abuse issue. The abuse of drugs simply means the use of illegal or over-the-counter drugs wrongly or for the purpose that they are not meant to serve. The campaign is directed to the youth because they are the most victims that lead miserable lives because of engaging themselves in drug use. Some of the youth that mostly engages themselves in drugs such as alcohol and bang are school dropouts and university students who are greatly driven by peer pressure.

These two groups of people that engage in drugs need to care so much because it is the most vulnerable and without much attention, they will get lost in drugs. These groups also need to care because most of them are at their tender age and not yet mature enough to make personal decisions. The other group of university students who engage themselves in drugs needs to care so much because most of them are the role models of their younger siblings. They also need to care because their parents will be depending on them in the near future. Lastly, university students need to care much about this campaign to better and develop their careers.

Drug Abuse

This audience that is addressed (drug abusers) does not have money in most cases instead, they need money to buy the drugs from the drug dealers. The need for money to buy drugs such as miraa, and bang makes the youth take stealing as an alternative way of making money. As a result, their lives get doomed. The drug dealers also need a huge start-up capital to engage themselves in getting the drugs (Ignaszewski and Martha 16). The common age for the audience involved in abusing drugs is 18-25 years, and mostly the gender associated with this kind of vice is male.

These two vulnerable groups that are prone to abusing drugs are globally located. It is so because, across the country, at least three-quarters of the world’s continent is occupied by universities. The universities contain students who are driven by peer pressure to engage themselves in abusing drugs. Additionally, across the world, there is a higher number of school dropouts that indulge themselves in drugs. Some of these people abuse drugs due to addiction while others use the drug for income generation. Therefore, this audience is found all over the world; globally.

The relevant characteristics of the drug abusers are commonly associated with bad behaviors. Some of these characteristics include the inability to stop the use of drugs, engagement in risky behaviors such as theft, being prone to financial and legal problems, and finally, these people tend to lose interest in the things that they used to enjoy initially before they could get addicted.

Core Values & Beliefs

Core Values

My core values, in this case, are responsibility and integrity. Responsibility in such a way that I encourage the youth to embrace opportunities and learn more. I will also teach and encourage them to do what is right and required of them. I believe in creating awareness among youth about drug abuse because I will help them understand the consequences of abusing drugs and at the same time give them the required support to enable them to get out of it.

Campaign Plan

Multi-Media Campaign

Poster

Multi-Media Campaign

I choose to use a poster since it reaches a bigger audience and is more affordable than radio and television

Also, the poster is credible. Posters are a good way to draw attention to my campaign since they can include text and images and are simple to see and understand.

Facebook Profile

Facebook Profile

https://www.facebook.com/No-to-Drug-Abuse-Ntda-110492878405561

Facebook is a worldwide public social platform that is accessed by three-quarters of the population across the country. Among the people using the platform, the majority are the youth between the age of 18-25 years (Nemati et al. 27). Therefore, if they click the link above, they are able to learn the effects of drug abuse on people’s lives. The profile can further be shared to reach many people across the country.

Billboard

Billboard

I used a billboard because it can be placed at a strategic point and every youth is able to access and also every victim of drug abuse. Again, the billboard is working 24/7, unlike televisions whereby one might be required to pay for the ads in order to advertise. Since the billboards are central and large, they can easily reach a lot of people if placed in a strategic location.

Five Key concepts of Media

Five Key concepts of Media

All media presentations contain messages that have five particular concepts. Some of these concepts are how the message is formed (Constructed), the language that is used, how different people perceive and experience the message, embedded points of view in the media, and the organization of the media messages (Yang et al. 11).

All the messages in different media are constructed

Like any other building, the media messages are constructed by the use of different phrases. The concept behind the building of a media

message is to establish and figure out the person that constructed the message and the raw materials that they used in constructing the message in

the media. For example in the poster I made, a picture has been used as the raw builder of the media message.

All the messages in different media are constructed

Creative language is used in

constructing the media

Each piece of communication employs the use of creative language. The messages that are close-up cameras tend to convey a form of

intimacy, the big headline and title symbolize significance. Understanding the syntax, metaphor, and grammar helps one to be less susceptible to

exaggerations and manipulations. Creative language helps in convincing the reader of the message. For example in this multimedia presentation,

creative language has been used in the billboard to convince the audience.

Creative language is used in

constructing the media

Different people perceive different messages in different ways

The audience plays a critical role in perceiving and interpreting the messages conveyed in the media to be presented. Differences in age,

education level, and gender tend to generate unique kinds of interpretation. For example the message in the billboard can be interpreted

differently depending on the educational level and age, “Drug Abuse Kills”, some people may interpret that drug abuse causes physical harm on

the body.

Different people perceive different messages in different ways

The media have embedded points of view

Since the message is constructed, the messages conveyed in the media tend to carry the information about what is important and in what

way. Some choices such as the gender, age, and selection of setting are few of the embedded information. For example the media text in the

facebook profile’s slogan i.e. Don’t be slaves to drugs. Meaning that one is not necessarily working for drugs but using and addicted to them.

The media have embedded points of view

Media information is organized to gain power

The information on media platforms is organized to assist the audience to create meaning out them and logically figure out what is being

communicated. For example the media message in the Facebook Profile is well organized as it lists the effects of drug abuse.

Media information is organized to gain power

Reflection

Based on this entire presentation and the course in general, I have learned that making people aware or creating awareness is an important aspect of the life of a human being. The awareness can be created in various ways as discussed in my presentation. I have also learned that creating awareness may save life among people and hence should be embraced. Therefore, I will apply this concept in my life as it tends to enlighten others that don’t have knowledge about any particular issue.

Reflection

Work Cited

Abdullah

Work Cited

Ignaszewski, Martha J. "The epidemiology of drug abuse." The Journal of Clinical Pharmacology 61 (2021)

Hasibuan, Abdul Lawali. "Awareness of Medan area students in demanding against the law of drug abuse, the prevention of radicalism and terrorism." Budapest International Research and Critics Institute journal: humanities and social sciences 3.2 (2020).

Nemati, Fatemeh, Somayeh Shahmoradi, and Fateme Sadat Rahimi. "Investigating the factors affecting drug abuse and addiction with a grounded theoretical approach." Scientific Quarterly Research on Addiction 14.57 (2020).

Yang, Jialiang, et al. "How multimedia shape crowdfunding outcomes: The overshadowing effect of images and videos on text in campaign information." Journal of Business Research 117 (2020).

The End

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